6 Things That Businesses Can Do
to Attract Post-Millennial Customers
Post-millennials (also known as Generation Z, iGeneration or the Homeland Generation), as the name suggests, are a population cohort that follows the millennials. Members of this generation are typically born in or after the year 1995 (and are now aged approximately 13 to 23 years old in 2018).
This generation has used the internet since their childhood and they rely on technology and social media for everything they do.
At present, more than a quarter (nearly 26 percent) of the U.S. population belongs to this generation, making them the next big set of customers who possess independent influencing, consumption, and spending power. In fact, by the year 2020, Generation Z will account for nearly 40 percent of all American consumers.
The eldest members of this generation are either entering the workplace or starting their own business, while the youngest members significantly influence household purchases. Post-millennials are a valuable demographic category that marketers cannot afford to ignore if they aspire to succeed and rise above their competition.
If you are a business owner, here are six effective strategies that you must consider in order to attract and engage these teenagers and young adults.
1. Use the Most Relevant Social Media Platforms
80 percent of purchases made by post-millennials are influenced by social media. This generation spends a lot of time browsing through social media sites, so dedicate time and resources to social media marketing to attract an audience.
Though the post-millennial generation grew up alongside the internet and social media, not all social media platforms are relevant to them. An online study that gathered responses from American high school and college students revealed that immediate social platforms, namely Snapchat, Instagram, Whisper and Secret, were their preferred social media sites. To reinforce this preference, another study revealed that nearly 25 percent of post-millennials between the ages of 13 to 17 years left Facebook in 2013.
These findings make it critical for marketers to improve their presence on the social media sites where members of Generation Z spend most of their time.
2. Co-Create and Co-Design
Generation Z individuals love to feel involved and want to make a difference, particularly because they have experienced the recession and have seen their families pave their way out of it.
Encourage them to get involved in your brand contests and surveys, asking them to co-create and co-design products and services that appeal to them. Build an effective user-generated content strategy by engaging them in your advertising campaigns.
User-generated content (UGC) shares your brand story from multiple points of view, strengthening your brand image and engaging your target customers. Encourage your young fans and followers to post pictures or videos, go live, or write reviews of your products or brand. Incorporate contests, hashtags and reviews into your strategy to attract and connect with your customers.
3. Employ the Latest Technology
As mentioned earlier, this generation is technology-savvy, and they grew up in the era of the high-speed internet. The fear of missing out (FoMO) keeps this generation on their toes, increasing their dependence on technology to find solutions to everyday problems.
Consequently, employing the latest technology will attract the attention of your target users, adding to customer delight. For instance, if you own a cafeteria, you can use technology to attract young adults and teenagers by offering services such as online ordering, tablet ordering, online reservation, online feedback management, customer loyalty points, and Wi-Fi.
4. Use Omnichannel Marketing Strategy
Generation Z are born multi-taskers, efficiently managing their work and social lives at the same time. They process information quickly and use multiple applications, websites, social media sites, and devices to stay up to date with the latest information.
However, the post-millennial generation isn’t loyal to a single channel. A recent survey revealed that, though this cohort is digitally active, nearly 57 percent of them prefer shopping at brick-and-mortar locations. However other research revealed that 55 percent of post-millennials aged 18 years or younger prefer buying clothes and electronic products online.
Since this generation constantly hops between in-store, mobile and social media channels, it’s imperative for marketers to adopt multiple channels (offline and online) to attract and engage them.
For instance, Apple uses the multichannel retail strategy to unify its customers’ experience across all channels (online and physical stores). It encourages its users to research the products online, and then visit a store to experience them in person. The users can later invest in applications, music, and other merchandise online or in-store.
Connecting with your users across multiple touchpoints enables you to be where your targeted customers are, maximizing the value of your customer acquisition strategies.
5. Engage in Video Marketing
The average post-millennial has an attention span of about eight seconds, making it challenging for marketers to grab their attention. Moreover, almost 52 percent of this cohort spends nearly an hour a day on YouTube and other video boards.
Consequently, developing a video marketing campaign for your brand will help you attract post-millennial customers, boosting your click-through and conversion rates. Use customer testimonials, live events, how-to videos, entertainment clips, and corporate training videos to engage them effectively. It is also crucial to pay attention to the key metrics, namely the likes, shares, and comments to evaluate the success of your video marketing campaign.
6. Create Value, Not Products
Generation Z expects businesses to use technology that is intuitive and relevant to their needs. They are extremely enthusiastic about reward and loyalty programs and do not mind sharing their personal information to receive a free sample or a discount.
Focus on creating value by offering exclusive and personalized deals, coupons or valuable information to encourage these young minds to follow you online or visit your store. Introducing loyalty programs is another way to effectively engage this age group of customers.
The post-millennial generation has the ability to influence their parents’ buying decisions and the power to shop by themselves. Consequently, studying the buying behavior of this powerful generation of consumers, and adjusting your marketing strategies to suit their needs, will make your business a success in the long term.
Use the above-mentioned tips to attract and engage your post-millennial customers to stay ahead of the competition.
About the Author
Rachel Oliver is a content writer, who is known to weave magic with words. A versatile writer, she can wax eloquent on any topic under the sun, though her expertise lies in the genres of business, client management, customer satisfaction, and growth hacking.